CHALLENGER BRAND STELLA INSURANCE LAUNCHES PROVOCATIVE GLOBAL BRAND CAMPAIGN THAT IS UNAPOLOGETICALLY FOR WOMEN
Stella Insurance donates $100k to Women and Girls’ Emergency Centre
SYDNEY, Australia, 6th June 2023: Purpose-driven, female-focused insurance brand, Stella Insurance, Unapologetically for Women, has today unveiled a new brand campaign that interrogates the premise that the language we use shapes the way we see the world. The campaign celebrates courage, integrity, and audacity by expanding the vernacular around bravery to include a new phrase: ‘IT TAKES BOOBS’.
Featuring a series of women from all walks of life who each embody courage in some way, this campaign is the latest iteration of Stella’s ‘Unapologetically for Women’ platform, which seeks to create a more equitable world in insurance, and beyond.
Stella Insurance Founder, Sam White, said: “Stella exists to create products which are fit for a fairer world, and fairness starts with the language we use. Courage is far from an exclusively male domain, so we wanted to reflect that in our words and with inspiring examples.”
Gender-based violence can have a devastating impact on individuals, families, and communities and tragically, it’s commonplace with 1 in 4 women having experienced emotional abuse by a current or former partner since the age of 151. To shine a light on societal change needed, Stella Insurance has formed a long-term partnership with Women and Girls’ Emergency Centre (WAGEC), a grassroots organisation on a mission to end gender-based violence.
On the WAGEC partnership, Sam White commented: “It’s humbling to reveal that as of the end of April 2023, monies raised for donation since we began our partnership with WAGEC has totalled at a whopping $100,0002 to support women and families in crisis. We have been able to raise this incredible sum by donating $5 from every new car insurance policy purchased to help women and children walk away from violence.”
Sam continued: “Stella’s products and customer experiences are designed to prioritise the needs of women and support a broader vision to help balance gender biases. Stella Insurance also offers
1 https://www.ourwatch.org.au/quick-facts/ 2 Stella Insurance owned data
domestic cover to take extra care of those affected by domestic and family violence by waiving excess relating to a claim.”
Since Stella Insurance has been in partnership with the WAGEC Donations Program, WAGEC and its supporting partners has provided aid to over 2100 women and children with over $500,0003 in material goods, such as non-perishables, toiletries, and other essentials for women and children, that are kindly donated by the community.
Chloe Sarapas, Director of Fundraising and Communities at WAGEC said: “Our supporters make us stronger, and WAGEC’s partnership with Stella Insurance is no exception. Stella’s support of WAGEC in our first two years of partnership has helped to operate our Donations Program, which ensures women receive essential items like non-perishable food and toiletries from our generous community. This support is vital, and we are excited to see it continue this year and beyond as we work together toward safer futures for all women and their families.”
In an industry often dominated by men, Stella Insurance brings a refreshing female-first lens to their product design, humanising insurance in the process. Stella Insurance actively works to champion equality and foster positive change. They prioritise the needs and desires of women, making insurance coverage accessible through a user-friendly experience.
Extending out beyond supporting domestic violence, Stella Insurance is a proud partner of organisations such as Her Heart, Australia's leading not-for-profit organisation focused on preventing women's heart disease and The Parenthood, joining as a founding Alliance Partner to build closer connections with Australian organisations that share the Stella Insurance vision to make Australia the best place in the world to be a parent.
It is through these partnerships that Stella Insurance demonstrates its commitment to making a difference beyond the realm of solely insurance, supporting causes that align with their mission.
Sam White concluded: “Changing language, changing people’s perspectives and, ultimately, changing the world...It takes boobs!”
The IT TAKES BOOBS campaign will run in both Australia and the UK. The film and stills were shot by Sarah Adamson from Photoplay.
All assets can be found HERE
Karen Griffin | Identity PR: +61 (0)412 855 923
Rebecca Patterson | Identity PR: +61 (0)406 692 886